Boot-cut, skinny or Apple Bottoms — it doesn't matter. Denim blue jeans have defined American industries and fashion for over 50 years.
There has yet to be an article of clothing so versatile that it can transcend gender gaps and adapt to casual or formal environments. We fight over everything from politics to salad dressings. Yet, how does one article of clothing continue to work for all of us in the most convenient way?
Although it can't take all the credit, properly timed and effectively executed public relations campaigns played a big role. As American culture evolved, the campaigns developed with it instead of working against it.
Back in the 1800s, Levi Strauss, founder of Levi Strauss & Co., sought out to create a resource, as opposed to a hot viral trend.
Designed for the rugged work ethic of a typical American miner, denim jeans were dyed blue to avoid the visibility of stains and created with denim to sidestep tears.
Appealing to the workers and breadwinners, the company launched its Two Horse ad campaign in the 1880s:
Photo courtesy of the blog, To Dress a Logo.
The images in the advertisements spoke to the need for an article of clothing that could weather all sorts of conditions.
In the 1940s, Americans were gallivanting to the West in hopes of finding gold or fighting overseas in the Second World War. Hollywood was producing tales of heroic cowboys and inspiring a new interpretation of manliness, patriotism and strength.
Capitalizing on the growing fascination with glamour and the public eye, the company sought out celebrity surrogates to push its product.
The association of celebrities, like James Dean and Marlon Brando, with the jeans created an image of high style and fashionable conformity that appealed to American youths. If there were ever a piece of clothing that could jumpstart your attitude, it was a pair of Levi's 501 jeans.
More than anything, both promotions had timeliness, so they resonated with the public. This allowed for easy media coverage and public receptivity, helping PR get its job done.
And think about it: A stale press release or an outdated news hook that doesn't work now, probably won't work, period.
